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EMAC 2019 Annual Conference

Smile Please! Toward an Understanding of Selfie Campaigns

Published: May 28, 2019


Elisabeth Wolfsteiner, University of Vienna ; Marion Garaus, MODUL University Vienna; Udo Wagner, University of Vienna


Selfie; Advertising; Emotional and Cognitive Processing


The emergence of new technologies and the rapid growth of online advertising lead to an increase in advertising clutter. Since human processing capabilities are limited, consumers ac-tively select only a small amount of advertising messages for processing. In recent years, selfie campaigns have been identified as a promising advertising strategy to attract consumers’ at-tention. However, little is known how selfie campaigns affect relevant marketing outcomes. Drawing on the elaboration likelihood model, this research offers deeper insights into emo-tional and cognitive processing evoked by selfie campaigns and how these two processes af-fect brand-related and promotion-related outcomes. Results of a survey demonstrate that emo-tional processing has a positive influence on brand-related outcomes, while cognitive pro-cessing increases promotion-related outcomes. The findings offer new insights into selfie cam-paign processing and provide strategic advice for their implementation.